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have some knowledge about the company and its products to be willing to spend money on them. This is where advertising comes in. Its role is to draw the people’s attention on new products, services or even companies.
At first sight, one would think that advertising is an invention of the modern world. In fact, it came into being at the same time with trade. Since ancient times, when someone had something to sell, they tried to draw the public’s attention on their products and at the same time praised their merchandise, highlighting two aspects: quality, which made them better than others of the same kind, and price, lower than at other traders, which was meant to make the product the most attractive one on the market.
The high rhythm of industrialization in the latter half on the 19th century and the intensification of trade, both internal and international, transformed advertising into a successful business in its own right. Companies pay huge sums of money every year to promote their products.
An advertisement needs to reach as many persons as possible in order to be efficient and have an impact on the public. For this, it needs to use the channels of communication with the highest audience. At first, there were the newspapers, especially those with national circulation, which could reach people in the most remote locations. They have the great advantage that they could also show an image of the product, for the potential clients to have a better image of what they are invited to buy. In the first half of the 20th century the radio was the most popular communication medium and was extensively used for advertising, too. When television appeared, it changed everything.
It offered opportunities that none of the other media could. Most importantly, it was visual: people could see how the advertised articles worked or what they could do. Advertising agencies could make short movies or use celebrities of the day to endorse the products. The people in the industry quickly realized that visibility was a key factor, so they started to place advertisements written in huge letters on the tall buildings in towns, to use the exterior of the means of public transport, to place huge banners in strategic points in towns and even outside them. We have all traveled on highways where at every 500 meters we are invited to spend the night in a motel, have lunch at a diner or visit some touristic attraction. How many of you resisted the temptation to the end?
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